TD

Talk now. Or pay later.

Research indicates that while 61% of kids want to learn about money from their parents, parents have difficulty talking about the subject. As part of TD’s Financial Literacy commitment, we developed a TV and OOH campaign to drive home the fact that financially illiterate kids grow up to be financially illiterate adults. Worse still, adults that continue to expect their parents to pay up.

Ready for You.

TD Bank has millions of customers, each with different needs and wants. To reflect this, we helped evolve the brand's positioning to a Ready for You customer promise. No matter who you are or how you bank, TD is ready with new and innovative ways to make your financial life an ever more seamless part of your everyday life.

Difficult Conversations.

We filmed real couples in a social experiment to demonstrate that while most have a good idea of each other's likes and dislikes, they are clueless when it comes to their financial situation. Watch the unscripted tension and real-life dynamics of couples who have surprisingly different answers when it comes to money.

#RetireReady.

The 15 years approaching retirement can be a time of mixed emotions for pre-retirees. With questions like “Will I be ready?" and "Do I have enough?” recurring, we set out to reassure them that those years can be an opportunity to confidently get ready for retirement, while still living the life they want. The net takeaway: With the help of TD, there really is no better time to get #RetireReady.

Official Partner of Big Dreams.

To counter the perception that big banks don't get the challenges Small Business owners face, we developed a campaign to demonstrate TD Bank's understanding by sharing TD print, OOH and social ads with local entrepreneurs across Canada. During Small Business Month, over $1 million worth of media space was shared, resulting in over 80 million impressions for the businesses featured, and a 7% increase in Small Business account sign-ups for TD.

That’s Unsure-ance.

We developed a series of Home Insurance spots focusing on those moments when people suddenly get a niggling feeling about their insurance coverage. With TD, of course, you can avoid those moments of "Unsure-ance."

That’s Unsure-ance.

We developed a series of Home Insurance spots focusing on those moments when people suddenly get a niggling feeling about their insurance coverage. With TD, of course, you can avoid those moments of "Unsure-ance."

Then and Now.

This spot demonstrates how TD Bank has always been there for its customers–both “then and now”. It features two kids reflecting on growing up and the key milestones in life they’ll reach after getting their first bank accounts. As a surprise, we reprised TD’s “grumpy old men” for a cameo appearance to both give a nod to TD’s legacy and to celebrate what’s to come.

Beach Bliss.

Game Face.

Newspapers are notorious for having their ink rub off on your fingers. So we took advantage of that attribute by creating a unique and interactive ad that showed TD’s support for the 2014 Toronto Blue Jays and their fans.

Make Today Matter.

If you had 24 hours to make a difference in your community, what would you do? That was the impetus behind TD’s North America-wide #MakeTodayMatter initiative to extended the brand’s “comfortable banking delivering legendary experiences” positioning. In 24 different communities, TD selected 24 customers with particularly inspiring and impactful ideas. TD then surprised them with the necessary resources...but they only had 24 hours to make it happen. The results were legendary.

TD Thanks You.

Imagine your surprise if your ATM knew all about you, and used that to give you a personal and epic thank you. TD Bank did this and more when it flipped the traditional banking experience on its head by turning ATMs into Automated Thanking Machines in select branches. Over 11 million You Tube views and national media pick-up showed the power of unexpected human warmth in a category that lacks trust.

School Project.

We launched a multi-media campaign to highlight how “Miles Masters” can turn buy into fly faster with a TD Aeroplan Visa Infinite Card. “Miles Masters” make everyday purchases strategic, and this spot plays off the premeditated and extreme lengths they’ll go to in their quest to earn more reward miles.

P&G

Mr. Clean: The Cleaner of Your Dreams.

Since the 1950’s, Mr. Clean has been one of advertising’s most iconic characters. But there’s a whole new generation of cleaners who didn’t grow up with Mr. Clean and might not even know he exists. Inspired by the truth that there’s nothing
sexier than a man who cleans, this campaign demonstrates that despite his age, Mr. Clean is, in fact, the modern cleaner for today’s modern cleaner. Debuting during Super Bowl LI, there’s no question that Mr. Clean's got what it takes to satisfy your needs in every room of the house.

Gain by Gain.

Being a scent brand, we decided to connect to how people are accustomed to experiencing scent brands – the world of fine fragrance. Gain by Gain is a parody of classic fragrance ads that makes light of how ridiculous scent advertising has become. We want people to realize that scent is something that simply makes you happy.

Gain Flings.

Gain Flings is a scented laundry detergent that lasts a long time. To demonstrate this, we turned to how people are accustomed to experiencing scent brands – the world of fine fragrance. Time to Heal is part of a campaign that parodies how ridiculous scent advertising has become. We simply want people to appreciate that scent is just something that makes you happy.

Bounce Dryer Sheets.

By parodying a popular song and introducing interesting yet relatable characters, we created a campaign that’s distinct for the category and introduces consumers to the wrinkle-fighting benefits of Bounce Dryer Sheets.

Always #LikeAGirl.

#LikeAGirl started a conversation that drew over 69 million You Tube views, 1 million shares and 4.3 billion impressions. Focusing on the subtle ways society undermines a girl’s confidence, an international team led by LB Toronto reinterpreted a hurtful expression to give it a powerful and inspiring new meaning.

Always Unstoppable.

Always continues the fight for every girl's confidence. In this online film, we teamed up to take on the boxes society puts girls in. The goal is to help everyone see these invisible boxes and help girls break out of them. Join the campaign to inspire a generation to be unstoppable #LikeAGirl.

Mr. Clean.

To revitalize the brand to a new generation of people, we turned a static icon into a real guy on Facebook. This simple premise has been the basis for a highly successful social presence that’s now almost 500k fans strong.

Gain: Clean Never Smelled so Good.

In 2004, a small US laundry detergent brand went head-to-head with the big guys, focusing on a strategy based solely on amazing scent. Risky, you’d think, but no. Gain users were fanatical about the scent. So much so, they wrote bags full of letters expressing their love of Gain. These actual sentiments became the basis for a campaign that helped propel Gain to the #2 detergent spot in the USA. A billion dollar brand that cleaned up without ever talking about clean.

Bounty Picks It Up.

Soup, coffee, ice cream or anything else on the floor? A single sheet of Bounty can pick it up. When it comes to paper towel, people have a lot of options. And many are less expensive than Bounty. To prove choosing Bounty was worth the little bit more, we needed to show one sheet could do a whole lot more than the competition.

The Fun, Unexpectedness of Bounce.

The fun, unexpectedness of Bounce freshness lives in broadcast and broadband. Whether it's having people 'forget about' the Bounce dryer bar in popular viral videos, or hammering home a quality positioning while milking a cow, Bounce delivers a fresh message with each new spot.

Bounce Repels Pet Hair.

Bounce dryer sheets provide freshness, softness and static control. But, what few people know, they also help to repel all types of pet hair. Bounce not only repels pet hair, but actually repels pet hair under the most extreme conditions, literally creating a force field.

CANADIAN TIRE

Olympic Launch – “Tap”

To kick off the 2018 Olympics in Pyeongchang, we crafted a message to our Olympians on behalf of all of Canada. We might not be there alongside you, but make no mistake: the entire country is behind you. The spot takes Canadian Tire’s “We All Play for Canada” campaign into all-new territory.

First Skate

Canadian Tire’s brand has always been built on values like inclusiveness, teamwork, and selflessness. Using those values as our guide, we created an intimate, heartfelt spot about a Canadian rite of passage.

Curl for Glory

Canadian Tire’s brand has always been built on values like inclusiveness, teamwork, and the magic of play. Using those values as our guide, we created a fun, timeless spot about a cherished Canadian pastime.

Paderno. It's a Cooking Thing.

People who love to cook know that it’s as much about the journey as the end result. The little moments along the way to a finished dish are where the real magic happens. It’s a cooking thing. That insight drove our launch campaign for Canadian Tire’s newly acquired Paderno cookware brand. Unified under the tagline It’s a Cooking Thing, the integrated campaign showcases our lust-worthy kitchen brand with close ups of beautiful cooking moments that sizzle even with the sound off. Get a taste with these 15 second videos.

Paderno. Print that gets it.

The passion behind our It’s a Cooking Thing campaign inspired the evocative still life print executions appearing in Canadian Living, Chatelaine, Coup de Pouce, Food & Drink, Riccardo and Toronto Life.

Paderno. Digital that that gets it. (2 of 2)

Paderno. Social that gets it.

Those moments of cooking perfection are boiled down to six deliciously close up seconds in the campaign’s set of social videos. It’s a cooking thing, and it’s worth sharing.

DESIGN

Design At Burnett.

One of the key strengths Leo Burnett offers clients is a tier-1 design capability. Our team designs everything from restaurants to in-store experiences, and is able to elevate the look of everything we do for clients. Recent accolades include Silver and Bronze Design Lions, Yellow, Graphite & Wood D&AD Pencils, Gold ANDY Award and ADCC Design Studio of the Year – for the 3rd consecutive year.

ONTARIO WOMEN'S DIRECTORATE

#WhoWillYouHelp.

1 in 3 Canadian women will experience sexual assault or harassment in her lifetime. It happens every day, right in front of us, but we often ignore it. So rather than talk to victims or shame attackers like most PSAs, we targeted bystanders like you and asked the question: Will you help the victim? Or the attacker?

#ItsNeverOkay.

Building off the powerful message of our #WhoWillYouHelp campaign, we developed a follow up campaign featuring perpetrators explicitly verbalizing their intentions, speaking to you, the viewer, as if you were the victim. The message: If it's not okay to say, it's never okay to do.

AMAZON

It's Prime Time.

Prime Day is Amazon’s exclusive, worldwide, one-day shopping holiday for Prime members. The 30-hour sale coincides with the least-shopped time of the year, and our challenge was to drive awareness, traffic to the site and, ultimately, sales. We produced a fully integrated campaign for 13 countries, including mass awareness and interest-based communications focusing on various categories, from technology to fashion. The results: sales grew more than 60% vs. 2016, surpassing even Black Friday and Cyber Monday.

It's Prime Time.

Prime Day is Amazon’s exclusive, worldwide, one-day shopping holiday for Prime members. The 30-hour sale coincides with the least-shopped time of the year, and our challenge was to drive awareness, traffic to the site and, ultimately, sales. We produced a fully integrated campaign for 13 countries, including mass awareness and interest-based communications focusing on various categories, from technology to fashion. The results: sales grew more than 60% vs. 2016, surpassing even Black Friday and Cyber Monday.

An Amazon Echo Exclusive.

The Amazon Echo is a voice-activated assistant and smart speaker. To introduce it, we created a Super Bowl 50 campaign using celebrities like Alec Baldwin and Missy Elliott to showcase the Echo’s many cool features to over 100 million viewers.
Check out how Echo’s music playlist capability was used for an exclusive release of Missy Elliott’s new single Pep Rally.

KELLOGG'S

Special K #OWNIT.

The Special K red dress is put in storage as the brand takes an inspirational new approach for today’s woman with this bold, new campaign. We encourage women to ditch self-doubt and instead, be perfectly imperfect. #OWNIT inspires women to accept the things they can't change, change what they can, and to proudly own it all.

Feed Your Inner Kidult At a Fitness Class.

When did we outgrow having fun? Just because we’ve grown up, doesn’t mean we need to take life so seriously. Mini-Wheats believes we still have that kid inside all of us—we just need a little help bringing them out to play.

Feed Your Inner Kidult At Speed Dating.

Why do we feel so much pressure when we meet someone new? We often feel the need to act like we're expected to instead of how we want to. Mini-Wheats believes we all have a kid inside of us—we just need a little help bringing them out to play.

Rice Krispies #TreatsForToys.

The holidays are when families spend time together and share values like giving. So Rice Krispies decided to create Treats for Toys, an easy way for Moms to pass on the spirit of giving while spending fun, quality time with her kids. Moms and kids made Rice Krispies treats shaped like real toys, then upload pictures of their creations to #TreatsForToys. Rice Krispies then donated the value of the real toys to the Salvation Army for kids who wouldn’t otherwise get Christmas toys.

Rice Krispies #TreatsForToys.

The holidays are when families spend time together and share values like giving. So Rice Krispies decided to create Treats for Toys, an easy way for Moms to pass on the spirit of giving while spending fun, quality time with her kids. Moms and kids made Rice Krispies treats shaped like real toys, then upload pictures of their creations to #TreatsForToys. Rice Krispies then donated the value of the real toys to the Salvation Army for kids who wouldn’t otherwise get Christmas toys.

Rice Krispies #TreatsForToys.

The holidays are when families spend time together and share values like giving. So Rice Krispies decided to create Treats for Toys, an easy way for Moms to pass on the spirit of giving while spending fun, quality time with her kids. Moms and kids made Rice Krispies treats shaped like real toys, then upload pictures of their creations to #TreatsForToys. Rice Krispies then donated the value of the real toys to the Salvation Army for kids who wouldn’t otherwise get Christmas toys.

Rice Krispies #TreatsForToys.

The holidays are when families spend time together and share values like giving. So Rice Krispies decided to create Treats for Toys, an easy way for Moms to pass on the spirit of giving while spending fun, quality time with her kids. Moms and kids made Rice Krispies treats shaped like real toys, then upload pictures of their creations to #TreatsForToys. Rice Krispies then donated the value of the real toys to the Salvation Army for kids who wouldn’t otherwise get Christmas toys.

BELL

We've come a long way together.

Since Alexander Graham Bell invented the telephone in Canada just 9 years after the country's 1867 Confederation, Bell Canada's innovations have helped unite the country.
In honour of Canada's 150th birthday, this spot celebrates that very special shared connection.

Lest We Forget.

Bell Canada has always played a strong role in recognizing and supporting Canadian veterans. So we were extremely honoured when Bell asked us to develop a spot to commemorate Remembrance Day 2015. Built around a touching story that unites generations of Canadians, the spot features real veterans, and venerates the service and sacrifices of our Armed Forces right up to the present day.

People Love the Bell Network.

A smartphone is an amazing piece of technology. But, to be truly amazing, it needs a network to bring it to life. A network that is reliable, fast and available everywhere in Canada. That’s why so many people love the network that offers them the freedom to do what they love to do. That’s why so many people love the Bell network.

Bell and the Toronto Raptors.

In Bell's inaugural year as a team sponsor, we created an epic, high-energy look that brought together the Bell and Raptors brands in print, arena and digital signage.

Bell Goes Underwater with Sony.

To demonstrate a unique feature of the Sony Xperia Z for Bell, we took mobile phones where they've never been before, creating an authentic summer spot for the brand.

Introducing the Amazing World of Fibe TV.

Fibe TV is a superior TV service launched by Bell in the Greater Toronto and Montreal areas, then rolled out across their network. Our task was to build awareness, while communicating that Fibe is unlike any other service out there. Fibe TV has gained a considerable foothold in the category, changing the competitive dynamic between Bell and the cable companies in Ontario and Quebec.

Dad & Son.

To show the superiority of the Bell TV HDPVR we created a memorable Dad and Son story to highlight the life changing features of the service.

Calgary Stampede.

For Bell's sponsorship of the Calgary Stampede our design team married the elegance of the Bell brand platform with the energy and excitement of the Stampede's Midway Circus show.

ENBRIDGE

E = What Matters Most.

Energy. What does it mean to people? Does it start our day? Does it help us learn new things? We created a story, through a day in a little girl’s life, of the role energy plays in people’s lives.

E = Believing.

Enbridge fuels people’s quality of life. We created this story to show how Enbridge’s
wind energy fuels a boy’s belief in magic.

E = Best Dad Ever.

Enbridge fuels people’s quality of life. We created this story to show how Enbridge’s
energy fuels a little girl’s time with her dad.

E = Making Memories.

Enbridge energy lets people live their lives to the fullest, and fuel people’s quality of life. So, we created a story focusing on a mode of transportation that, thanks to Enbridge fuel, lets people enjoy, experience, and create special life moments.

E = Awestruck.

Enbridge energy lets people live their lives to the fullest, and fuel people’s quality of life. So, we created a story focusing on a mode of transportation that, thanks to Enbridge fuel, lets people enjoy, experience, and create special life moments.

E = Flying Solo.

Obviously, Enbridge doesn’t teach people how to drive – but we did create an ad to remind people that Enbridge fuels the vehicles that give people their freedom on the open road.

Annual Reports.

As part of a corporate brand refresh, we updated the design of Enbridge’s Annual Reports. Colour blocking visually distinguishes various business sectors, while large display copy, illustration and info-graphics help viewers digest the complex content. Corporate Social
Responsibility Reports are designed in a newspaper format to underscore the immediacy and authenticity of their content. Our new direction provides a clarity and simplicity of design that is unique in this sector.

E = Staying in Touch.

Enbridge helps generate the electricity that lets people plug in and stay connected whenever and wherever they are.

KRAFT HEINZ

It Must Be the Philly.

With a bold new tagline, the iconic Philly brand is taking a lighthearted approach to demonstrate how it’s the only cream cheese that can transform everyday moments into something better. Kicking off with a launch spot titled Budget Meeting, Philly shows viewers that when people get excited about something as dry as a budget meeting…it must be the Philly.

GMC

Getting Noticed Like a Pro.

This spot, for GMC Canada, is Leo Burnett's first Canadian created and produced TV commercial for the GM business. Featuring the striking and sporty GMC Sierra Elevation Edition truck, the work falls under GMC's integrated North American Like A Pro campaign that Leo Burnett Toronto had a hand in developing, along with Leo Burnett Detroit and Martel Montreal.

SMUCKERS

Taste the Jifference.

With peanut butter being in most Canadian households, people don’t really think about what brand they’re buying. For Jif Peanut Butter's Canadian launch, we wanted to get the message out that with over 1,300 peanuts in every jar, you can literally Taste the Jifference. That drove the creative idea: Jif tastes so good, it’s like tasting it for the first time...every time you enjoy it.

Bick’s Pickle Drone.

Bick’s believes every one of their pickles deserves to find a burger to call home. To help bring this to life, we created the Bick’s Pickle Drone which will be used to actually drone drop Bick’s pickles at the BBQ of the winner of an online contest. To help promote the contest we developed an online video featuring the Bick’s Pickle Drone as the star talent.

RAISING THE ROOF

Home or the street: Which is worse?

Raising the Roof is shifting its focus to homelessness prevention programs supporting at-risk youth, 15 years and younger. The heartbreaking reality is that for many, the street sometimes feels like the only escape from a conflicted home. Our radio and “Holiday Card” direct campaign set out to get people thinking differently about where homelessness really starts, and how Raising the Roof is stepping up to address that.

Home or the street: Which is worse?

Raising the Roof is shifting its focus to homelessness prevention programs supporting at-risk youth, 15 years and younger. The heartbreaking reality is that for many, the street sometimes feels like the only escape from a conflicted home. Our radio and “Holiday Card” direct campaign set out to get people thinking differently about where homelessness really starts, and how Raising the Roof is stepping up to address that.

Home or the street: Which is worse?

Raising the Roof is shifting its focus to homelessness prevention programs supporting at-risk youth, 15 years and younger. The heartbreaking reality is that for many, the street sometimes feels like the only escape from a conflicted home. Our radio and “Holiday Card” direct campaign set out to get people thinking differently about where homelessness really starts, and how Raising the Roof is stepping up to address that.

Street Shops to Prevent Homelessness.

Raising the Roof is dedicated to preventing homelessness. Every year they sell winter hats to raise money for the cause. This year, we created pop-up shops in the places homeless people are forced to call home. The locations of the street shops added context to the purchase; buying a winter hat here today helps keep people from living here tomorrow.

Installation Gets the Affluent Talking Homelessness.

To help create long-term solutions for 235,000 homeless Canadians, we created a thought-provoking installation for Raising the Roof. Timed a week before federal elections, we used a vacant main street storefront for a fake announcement of a homeless shelter in the affluent neighbourhood. We came clean a day later…but not before capturing incredulous NIMBY reactions and bringing the homelessness issue to the fore in voters’ minds.

Humans for Humans.

Along with Raising the Roof we set out to give the homeless a voice and put a human face to the individuals who so often get mistaken for stereotypes. The main film featured the homeless reading mean tweets, then drove people to a website where they respond to the tweets to bust myths.

Homeless Donation Boxes.

Raising the Roof, an organization that seeks sustainable, long-term solutions for the homeless, wanted to stop people in their tracks and get them to consider the plight of the homeless. Human-size donation boxes, featuring real homeless people, were placed where homeless are often found. The messaging let people know that “a donation here helps free the homeless from living here.”

Where Do Homeless People Come From?

Many come from similar schools, families and childhoods as you did or your children do. This campaign highlights three real examples
of how homelessness can happen to anyone, and thus needs everyone's support to combat it.

The Street House.

We think that great creativity can get people to think and behave differently, and our work for Raising the Roof is a perfect example of this kind of work. Despite tiny budgets, we’ve found ways to make an impact, and create greater understanding of homelessness in Canada. That’s what happened during the weekend of Doors Open Toronto when we welcomed people to The Street House.

Repackaging Help.

Raising the Roof is a charity focused on creating homelessness awareness. For 16 years, they've raised donation money by selling toques - Canadian, for winter hat. The biggest barrier stopping people from buying a hat was that they were unsure where the money went, how it is used and who it would help. Hats just don't evoke emotional connections, so we repackaged them and gave them a purpose. Now people weren't buying hats, they were buying solutions.

Look Down.

Every day, people walk by homeless men, women and children suffering on the street. Many people don't think twice and some even go out of their way to avoid the homeless. We needed to stop people and make them realize their behaviour.

Cat.

We were challenged to get people to stop and think about the way they think about homeless youth. If we could make them conscious of it, chances were they’d see the issue as something they could play a part in changing. The end goal: get them to see the potential in homeless youth and donate or act. This campaign helped Raising the Roof reach well beyond their goal of engaging 65,000 people to donate or act.

YELLOW PAGES

YP Lemonade Stand.

To meet today’s evolving small business needs, YP has transformed itself into a digital marketing specialist. To prove what YP can do for entrepreneurs, we took a small businesses icon – the Lemonade Stand – and made it bigger in every way. The result? Half a million ad impressions in just 2 weeks, and a 13 point lift in views on YP.ca

Meet the New Neighbourhood.

Yellow Pages is a brand in transformation as it becomes a mobile experience. Our challenge was to identify a strategic platform that recognized the brand’s DNA and credibly positioned it relative to other forms of search. “Meet the New Neighbourhood” was born.

Yellow Pages Goes Local.

Yellow Pages exists to champion local economies. In this television spot we show how YP digital tools help connect consumers to the businesses in their neighbourhood.

Meet the People.

Yellow Pages exists to champion the neighbourhood and local economies. In this television spot we bring the YP digital tools to life to show how they connect businesses and consumers.

Hockey Lockout.

The Yellow Pages App helps people find what they are looking for. But during the NHL lockout we felt a couple of protagonists needed some extra help from the YP app.

KNIXWEAR

Oh-No Proof Underwear.

Believing that teens already have enough stress, Knixwear developed a version of their popular leak-proof undies especially for teens. To launch it, we created the Knixteen brand, the packaging (including a re-usable pouch that doubles as a heating pad) and a series of videos that show periods interrupting teens at the worst possible moments. Their message? Knixteen gives girls the confidence to tell their periods to Shut Up!

IKEA

Cook This Page.

When it comes to cooking dinner, most people find new foods and recipes intimidating. So we set out to prove that getting creative in the kitchen can be deliciously simple. During the IKEA kitchen event, Cook This Page Parchment Paper Recipe Series posters were hung in stores for people to take home and follow. With the recipes printed on cooking paper, people just had to fill in the ingredients blanks, roll it, cook it and eat! Illustrations were inspired by the dish and each recipe incorporated IKEA food items.

Allen Key.

Our Allen Key spot shows that there’s a lot more to IKEA than you might think. It shows the philosophy behind IKEA’s product design, where everything ladders up to a greater human purpose: to create a better everyday life for the many people. It’s a purpose that fuels IKEA to not just make things, but to make things better.

Market Hall.

Here we bring an often-underappreciated part of IKEA into focus - the smaller products sold in Market Hall. You might know Market Hall as that place you finally get to after going through the windy path of IKEA showrooms. But it’s actually a downstairs full of smartly designed little wonders that alone, are worth making a trip to IKEA.

Dining With IKEA.

In this day and age, even when families are under the same roof, quality time is scarce, and their connected lives actually make them even more disconnected. In this spot, we show how the Dining Room table is actually the perfect place to bring the family together for meaningful quality time.

IKEA’s Hyperlapse Banner.

With only 12 IKEA stores across Canada, there’s a perception the IKEA is “hard to reach”. So IKEA launched Pick-up points closer to people’s homes. To show how accessible these really are, we created personalized Hyperlapse video banners that showed stitched-together Google Streetview images of the journey from a user’s location to the nearest Pick-up point…drive time included. Each banner was a unique experience and engagement rates were 3x the industry standard.

Kitchens That Can Handle Everything & Everyone.

Our feared and revered Italian Nona is back in her element to, once again, help us promote the IKEA Kitchen Event. This time she holds court over a kitchen full of food and family because, as IKEA’s new platform states (and Nona confirms), It Starts With the Food.

The Rules That Make a House a Home.

Here’s the thing about house rules that this campaign idea for IKEA brings home, beautifully: Every home has them. And they’re what let us express our unique personalities within our four walls.

#HouseRules gives us a chance to showcase IKEA’s awesome collection of housewares for every room that, just like those rules, turns a house into one’s unique home.

Kitchens That Can Please Anyone.

To bring to life the fact that there’s no compromising needed when you install an IKEA kitchen, we turned to the toughest kitchen critic around to endorse our claim. One who’s universally acknowledged as a feared and revered authority on the subject – the Italian Nonna.

IKEA Opens Bedroom Doors.

Our work on IKEA centres on bringing to life rich insights about life at home – and thankfully there are many. When it came time to make a new TV spot promoting the IKEA bedroom event, we came up with another one to which we think everyone can totally relate. Think about it. When people come over to your house, what’s the one room you close the door to? If you answered ‘The Bedroom,’ you should really probably just watch the spot.

“Long Live The Home.”

Our work on IKEA has helped significantly shift the brand in the market and set the stage for a new era of growth. Our creative work addresses every area of communi-cation --- from broadcast to experiential events that drive buzz and traffic.

Moving Day.

Every year on July 1, nearly a quarter-million Montrealers move. They call it Moving Day, and with so many on the move at once, it’s nearly impossible to find moving boxes. To make their day easier, we created and gave away 11,000 IKEA Moving Boxes. An IKEA meal coupon was printed on the box, along with ideas for using the box afterwards. Even the delivery truck resembled a box. People followed the truck’s route on Twitter to request a box drop-off.

Winnipeg Opening.

IKEA was opening a store in Winnipeg, a market where only 17% of people knew about IKEA. To have a successful opening week, we educated people about what makes IKEA unique (style, variety, quality, shopping process, product assembly, etc.). The campaign included print, outdoor, experiential acts and more. The opening surpassed first week sales goals and the average ticket was 22% above average. Proof that people were educated and ready to shop.

Human Coupons.

IKEA opened a new store in Richmond, BC and wanted to attract 10,000 people on opening day. Problem was, how to get that many people there on a Wednesday morning? Our solution? Coupons have been used to drive people to stores for decades. And they work. So, we turned men, women, children, truck drivers, nail salon workers and everyone else into coupons. Or, as we called them, Hüman Coupons. All you needed to get up to 60% off...was you.

ONTARIO MINISTRY OF EDUCATION

Future Ready.

Ontario’s future relies on the children of today. That’s why for years, Ontario has invested in making our education system the envy of the world. And now we are seeing the results: our kids are graduating at greater numbers and with a wide variety of skills. So, who better to tell us how great our system is working than actual Ontario graduates at actual graduation ceremonies.

ELECTIONS ONTARIO

We Make Voting Easy.

The design capability at Leo Burnett is on full display in our work for Elections Ontario. Our strategic work uncovered that many people don’t vote because they think it’s hard or inconvenient. So we created a top-to-bottom rebranding program that redefined the voting process. The work won a Gold for Corporate Design at the 2012 One Show.

We Make Voting Easy.

Elections Ontario’s sole responsibility is to help the people of Ontario vote in Ontario’s provincial elections. Our sole responsibility was to help them do that. We discovered that many people don’t vote because they think it’s hard, or inconvenient. So our mission for Elections Ontario was to make voting easy. To do this, we made all voter materials friendly and easy to understand.
We redesigned everything from voting handbooks and voter information guides, to the voter registration cards. We extended this ethos to TV, OOH and a piece called ‘the householder’ that was distributed to every household in Ontario.

We Make Voting Easy.

Elections Ontario’s sole responsibility is to help the people of Ontario vote in Ontario’s provincial elections. Our sole responsibility was to help them do that. We discovered that many people don’t vote because they think it’s hard, or inconvenient. So our mission for Elections Ontario was to make voting easy. To do this, we made all voter materials friendly and easy to understand.
We redesigned everything from voting handbooks and voter information guides, to the voter registration cards. We extended this ethos to TV, OOH and a piece called ‘the householder’ that was distributed to every household in Ontario.

We Make Voting Easy.

Elections Ontario’s sole responsibility is to help the people of Ontario vote in Ontario’s provincial elections. Our sole responsibility was to help them do that. We discovered that many people don’t vote because they think it’s hard, or inconvenient. So our mission for Elections Ontario was to make voting easy. To do this, we made all voter materials friendly and easy to understand.
We redesigned everything from voting handbooks and voter information guides, to the voter registration cards. We extended this ethos to TV, OOH and a piece called ‘the householder’ that was distributed to every household in Ontario.

We Make Voting Easy.

The design capability at Leo Burnett is on full display in our work for Elections Ontario. Our strategic work uncovered that many people don’t vote because they think it’s hard or inconvenient. So we created a top-to-bottom rebranding program that redefined the voting process. The work won a Gold for Corporate Design at the 2012 One Show.